Nairn’s fight against shrinkification

Nairn's is increasing the amount of product in its Gluten Free Wholegrain Crackers. Pic: Nairn's

Cracker brand Nairn’s is adding 20% extra product to its Gluten Free Wholegrain Crackers range in an attempt to wade off shrinkification, said CEO Marty Gray.

According to Gray, the UK is going through a period of food inflation and the media is full of examples of brands reducing their pack weights or product sizes.

In an opposite move, the Scottish oatcakes maker is adding more product to its crackers range, following its move in October last year in which it added 33% more product to its 130 g Gluten Free Oatcake packs.

This without rolling the extra cost on to the consumer (still £1.75 – $2.25 – for the new 180 g pack).

Safe for celiacs

Martyn said gluten-free food is often criticised for being disproportionately expensive, but this is largely due to the costs of raw ingredients to ensure they are ‘pure’ and the testing required to ensure such products are safe for celiacs to eat.

“We’re now rolling this out to our Gluten Free Wholegrain Crackers,​” said Gray.

Earlier this year, Nairn’s invested £6.5m ($8.4m) in a dedicated gluten-free factory located just outside Edinburgh to produce oatcakes, cereals, biscuits and snacks.

The new 180 g Gluten Free Wholegrain Crackers will be available from mid-September in Sainsbury’s, Morrisons, Tesco, Ocado and Independent Health Food Stores around the UK at the same RRP of £1.75 ($2.25).

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